Shelter is attempting to shift its presentation of homelessness following research showing that public perception of homelessness is out of step with reality.
Homelessness charities emphasised street living during the 90s, but since then the number of people on the streets has dropped. Instead, record numbers are now living in temporary accommodation and poor housing.
However, the public still thinks of homelessness largely in terms of rough sleepers.
"We take our share of the responsibility for the way that we have communicated the issues," said Ben Jackson, director of external affairs at Shelter.
"There is a temptation to play to the existing stereotype, but we want to move the public's perception forward."
The rebrand will be co-ordinated by specialist advertising agency Hooper Galton.
The new initiative is part of a major overhaul of Shelter's identity and communications strategy.